KFC a Bit too Snarky for its Own Good

In this new ad from KFC promoting its popcorn chicken, the ad opens by asking “What part of the chicken is…nugget?”

Yes, a very valid question indeed, and a good poke at McDonald’s for its chicken being less “real” or more “processed” than KFC. Of course that would be a good opening line if KFC then talked about how it serves breasts, wings, thighs etc. that are actually part of a chicken. But instead, the next line of the commercial is “We’re KFC. Our cooks don’t make nuggets. They make Popcorn Chicken.”

The ad actually goes on to make all the valid points that KFC wants to make – its popcorn chicken isn’t made with some “mystery meat” – it’s made with “premium, off-the-bone breast meat.” Good call. THAT is the product differentiation you want to establish with the commercial. Too bad following “what part of the chicken is…nugget” by IMMEDIATELY saying “we make popcorn chicken” opens you up for immediate mocking. The placement of words in commercials makes a huge difference, and this ad could have conveyed its main point by simply shifting a couple sentences. But KFC was just too snarky for its own good.